The NBA basketball league has acquired a minority stake in facial-recognition technology company 15 Seconds of Fame.

Terms of the deal, which was first reported by the New York Times’ DealBook, were not disclosed. The move is designed to boost the NBA’s technology and fan engagement offering.

15 Seconds of Fame has an existing partnership with the NBA, and also lists Major League Baseball and tennis’ Australian Open among its clients.

The company’s technology allows fans attending sports events to download a digital picture of themselves from the game. Its technology, which is used for features such as the Kiss Cam, delivers users their personal video board and TV appearances from live events.

Scott Kaufman-Ross, the NBA’s head of gaming and new business ventures, told DealBook that the investment forms part of the league’s continued commitment to “embrace innovation and new technologies”.

In March 2020, 15 Seconds of Fame partnered with the NBA’s Brooklyn Nets and the NHL’s Nashville Predators. A collaboration between 15 Seconds of Fame and YinzCam enables fans to access the 15 Seconds of Fame platform through the official Brooklyn Nets mobile app.

15 Seconds of Fame holds partnerships with several other major-league teams.

Image: Miltiadis Fragkidis on Unsplash